Understanding Young Voters Through a Political Marketing Approach: A Study on University Students’ Identity, Worldview, and Voting Preferences

Öz

This study examines the relationships between university students' identity perceptions, worldviews, and voting preferences within the framework of a political marketing approach. The research, conducted on 396 participants studying at Tokat Gaziosmanpaşa University, aims to explain the identity-based and sociocultural factors shaping the political behavior of young voters. The study analyzes the elements participants prioritize when expressing themselves, their worldviews, expectations for the future of Turkey, the differences between their voting preferences and their families' preferences, and the relationships between these factors and the influence of political choices. The findings indicate that young people emphasize family lineage, ethnic identity, and social status in self-expression; that nationalism is significantly dominant in their worldviews; and that there is widespread pessimism regarding the future of Turkey. Variables such as gender, education level, and experience of discrimination showed significant differences in some areas. In particular, the discrepancy between family and individual voting preferences reveals that young voters tend to develop their political identities independently of their families. Furthermore, the stronger influence of leaders on political preferences compared to other factors indicates that young people are open to personality-based political orientations.

Anahtar Kelimeler

• Young Voters
• Identity
• Voting Preference

Siyasal Pazarlama Yaklaşımıyla Genç Seçmenleri Anlamak: Üniversite Öğrencilerinin Kimlik, Dünya Görüşü ve Oy Tercihi Üzerine Bir İnceleme

Öz

Bu çalışma, siyasal pazarlama yaklaşımı çerçevesinde üniversite öğrencilerinin kimlik algıları, dünya görüşleri ve oy tercihleri arasındaki ilişkileri incelemektedir. Tokat Gaziosmanpaşa üniversitesinde öğrenim gören 396 katılımcı üzerinde gerçekleştirilen araştırma, genç seçmenlerin siyasal davranışlarını şekillendiren kimlik temelli ve sosyokültürel faktörleri açıklamayı amaçlamaktadır. Katılımcıların kendilerini ifade ederken önem verdikleri unsurlar, dünya görüşleri, Türkiye’nin geleceğine dair beklentileri, oy tercihleri ile ailelerinin tercihleri arasındaki farklılıklar ve siyasal tercihlerinde etkili olan faktörler arasındaki ilişkiler analiz edilmiştir. Bulgular, gençlerin kendini ifade etmede aile soyu, etnik kimlik ve sosyal statüyü öne çıkardığını; dünya görüşlerinde milliyetçiliğin belirgin biçimde baskın olduğunu; Türkiye’nin geleceğine dair yaygın bir karamsarlık bulunduğunu göstermektedir. Cinsiyet, eğitim düzeyi ve ayrımcılık deneyimi gibi değişkenler bazı alanlarda anlamlı farklılık oluşturmuştur. Özellikle aile ile bireysel oy tercihi arasındaki uyumsuzluk, genç seçmenlerin politik kimliklerini aileden bağımsız biçimde geliştirme eğiliminde olduklarını ortaya koymaktadır. Ayrıca siyasal tercihlerde liderlerin etkisinin diğer faktörlerden daha güçlü olması, gençlerin kişiye dayalı siyasal yönelimlere açık olduğunu göstermektedir.

Anahtar Kelimeler

• Genç Seçmenler
• Kimlik
• Oy Tercihi

Kaynakça

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